A few months back, HMD Global, which now brands itself as “Human Mobile Devices,” teased the existence of a Barbie-branded flip phone. Since it has Mattel’s name riding it, was surely not some simple marketing ploy or early April Fools, but an actual product that was just biding its time. That time has finally come and the official and functional Barbie Phone is finally here, or at least for some markets. The retro-chic flip phone is unabashedly pink and, well, totally Barbie, and just like the era that it pays homage to, the phone goes back to a time when mobile phones were really just mobile phones. Perfect for a GenZ vacay, or so HMD says.
Although the recent live-action film put the iconic doll in a very different perspective, generations will always remember Barbie and her friends as fun-loving teens. Of course, the franchise has a rich history with many twists and turns, but the spirit of the product has always revolved around the joy of the moment and spending it with friends. That’s the kind of almost Zen-like message that the HMD Barbie Phone is trying to send, telling the GenZ crowd to give their phones a vacay and enjoy their own vacay the old-fashioned way.
In terms of technology, the Barbie Phone is pretty much just a specially-branded feature phone with a classic clamshell design. It opens up to reveal a small 2.8-inch “QVGA” (that means 320×240 pixels) screen above a conventional T9 keypad. It runs the old Nokia S30+ platform, which means it barely does anything other than make calls, handles text messages, and a few specialized utilities and light games. Even the 0.3-megapixel camera is terribly old-school, and not because HMD is trying to be cheap. Every facet and feature of the Barbie Phone is designed to deliver a retro phone experience for a reason.
In addition to decades-old aesthetics, the HMD Barbie Phone tries to embody the “digital detox” lifestyle that some GenZers are embracing, at least during vacations and breaks. The phone focuses on features that immediately connect friends on a more personal level compared to just tapping hearts and giving likes. You can still take photos, of course, but even that will be in the style of classic, old-school photos where everyone has to squeeze together to fit.
That’s not to say HMD is using it as an excuse to skimp on details. In fact, the HMD Barbie Phone is quite overloaded with knick-knacks and accessories that will make any Barbie fan gush. Two interchangeable colors add some pizzazz to that hot pink motif, while stickers, a beaded lanyard, and charms offer plenty of room for personalization. On the software side, you have a special watermelon-theme Snake game variant, themes and sounds from the franchise, as well as apps that guide you to be Zen in the middle of a summer beach vacation. The HMD Barbie Phone is going for 99 GBP, around $130, but it won’t launch in the US until sometime in October.
